Schweppes Malt Launch in Ghana
Marketing Communication Proposal for
July 17, 2009
Content
Introduction Our Profile Specific Cases of our Portfolio (EMTS, Virgin Atlantic, BAT ) The Brief Communication Objectives Communication Strategy Creative Questions
The Brief
In line with the global vision to expand portfolio noncarbonated beverage categories, TCCC is looking at entering the Dark Malt segment in sub-Saharan countries
The countries to be considered are namely Ghana, Cameroun, Gabon, Cote d Ivoire, Burkina Faso, South Africa and Nigeria
Ghana launch will kick-off the introduction into the subSaharan market
The Brief Cont d
The Malt Category is 9.4m UC in Ghana and it is dominated by Malta Guinness (90% MS with two brands) Dark Malt is perceived as a premium social drink because it has a prestige image
Usually consumed as an energy provider, food replacer Its moderate sugar content, health cues makes it a good beverage alternative to CSDs Competitors claims: Energy, nourishment and vitality / natural All sort of supporting ingredients (Vitamins, Aloe Vera, Ginseng etc )
Agency Task
Launch Schweppes Malt in Ghana Dark Malt Market
Drive awareness & Trial of the brand
Develop Brand Architecture for NWABU launch of Dark Malt
Program should include, but not limited to:
Core Creative idea applied to main thrust TVC, OOH VIS etc Shopper & trade communications / touch points Event concept (activation platform)
Mandatories
Successful launch of Schweppes Malt first in Ghana and then in other NWABU countries
Significantly position the brand in the Dark Malt category through a new approach (from exclusively functional to emotional/lifestyle platforms)
Launch objective is to profitably complement our Sparkling portfolio:
Leveraging Natural & Healthy perception of Malt, in fit with Schweppes adult positioning.
Market Overview
(A Peep into Ghana)
Map of Ghana
Economic Indices
S/No. Economic Indicators 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
National
July 17, 2009
Content
Introduction Our Profile Specific Cases of our Portfolio (EMTS, Virgin Atlantic, BAT ) The Brief Communication Objectives Communication Strategy Creative Questions
The Brief
In line with the global vision to expand portfolio noncarbonated beverage categories, TCCC is looking at entering the Dark Malt segment in sub-Saharan countries
The countries to be considered are namely Ghana, Cameroun, Gabon, Cote d Ivoire, Burkina Faso, South Africa and Nigeria
Ghana launch will kick-off the introduction into the subSaharan market
The Brief Cont d
The Malt Category is 9.4m UC in Ghana and it is dominated by Malta Guinness (90% MS with two brands) Dark Malt is perceived as a premium social drink because it has a prestige image
Usually consumed as an energy provider, food replacer Its moderate sugar content, health cues makes it a good beverage alternative to CSDs Competitors claims: Energy, nourishment and vitality / natural All sort of supporting ingredients (Vitamins, Aloe Vera, Ginseng etc )
Agency Task
Launch Schweppes Malt in Ghana Dark Malt Market
Drive awareness & Trial of the brand
Develop Brand Architecture for NWABU launch of Dark Malt
Program should include, but not limited to:
Core Creative idea applied to main thrust TVC, OOH VIS etc Shopper & trade communications / touch points Event concept (activation platform)
Mandatories
Successful launch of Schweppes Malt first in Ghana and then in other NWABU countries
Significantly position the brand in the Dark Malt category through a new approach (from exclusively functional to emotional/lifestyle platforms)
Launch objective is to profitably complement our Sparkling portfolio:
Leveraging Natural & Healthy perception of Malt, in fit with Schweppes adult positioning.
Market Overview
(A Peep into Ghana)
Map of Ghana
Economic Indices
S/No. Economic Indicators 1. 2. 3. 4. 5. 6. 7. 8. 9. 10.
National